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1. Introduction
The tourism industry can be considered one of the world's largest industries (Zeqiri et al., 2020; World Economic Forum, 2020). The great importance of tourism as an economic activity for many countries should be especially emphasized, as it is a great source of employment and wealth: 1 in 10 jobs is directly or indirectly linked to tourism (Fernández et al., 2022; UNWTO, 2020) and is responsible for 10.3% of the world's gross domestic product – GDP (Fernández et al., 2022; WTTC, 2020). The tourism industry, therefore, is one of the most significant factors contributing to the GDP of many tourist destinations around the world (Akhtar et al., 2021). However, this figure is much higher for countries that have turned this activity into the center of their development strategy and become highly dependent on tourism activities (Fernández et al., 2022; Martín Martín et al., 2020).
Accordingly, Montenegro bases its economic development on tourism, which accounts for one-fourth of the country's GDP (Omeragić, 2021). The importance of tourism for Montenegro cannot be overstated, primarily because of its multidimensionality. In other words, tourism affects the development of the economy; living standards and the way of life of citizens; and promotes job creation and general prosperity by referring to all segments of the society (Ministarstvo turizma i zaštite životne sredine, 2008). For this reason, tourism plays a key role in the development strategies of many developing countries (Fernández et al., 2022; Martín Martín et al., 2019; Joshi et al., 2017), as in Montenegro, where the development of the tourism industry is one of the directions of the country's economic development.
In the tourism sector, most businesses are small and family-owned (Elmo et al., 2020; Arcese et al., 2020; Kallmuenzer and Peters, 2018; Getz and Carlsen, 2005). Therefore, the family business is an important model for the tourism industry, especially in certain geographical regions (Arcese et al., 2020), as in Montenegro. Innovation is an important tool for the survival of the family business in the tourism industry's constantly changing environment (Arcese et al., 2020; Elmo et al., 2020; Kallmuenzer and Peters, 2018). To guarantee the existence and achieve long-term performance over time, family businesses...